Fast Slow Cooker Promotion

BREVILLE

Online Consumer Sales Promotion

Breville is an Australian manufacturer of innovative small kitchen appliances. They created the original sandwich toaster, and the Breville name has become synonymous with such devices around the world.

RGC Advertising was engaged to deliver a consumer incentive promotion, with the key objective to increase the number of subscribers to the ever growing database. The Sydney-based website design agency found that this could be achieved by encouraging consumers to download the Fast Slow / Cooker e-book and be added to the Breville subscription list.

This strategy was aligned with providing consumers recipes that would help them create a number of winter dishes, which could be cooked in both fast or slow processes, using the Breville Fast / Slow Cooker.

The incentive campaign was designed in the form of a competition, which was executed to promote the Fast / Slow Cooker by Breville. The key messaging was to exemplify the array of features the Breville Fast / Slow cooker had to offer. Due to RGC’s extensive background in website design and digital marketing services, it came naturally to promote Breville through the online juggernaut that is Facebook.

This campaign was promoted primarily to tactically drive consumers to landing pages in the Food Thinkers website, where they could enter the draw for their chance to win one of four Breville Fast / Slow cookers on offer.

The campaign included the web design and development of purpose built landing pages to manage consumer entries. The landing pages also featured a link to the Breville website, where consumers could learn more about the product and also where they could find their nearest electrical retailer. This dealer locator functionality also served as a tracking capability for RGC Advertising to determine the consumers who arrived at the micro site landing page as a result of the online advertising, and then went further to find more information on where to purchase the Breville Fast / Slow cooker.

The web design strategy also encouraged consumers to share the promotion with their friends, which helped to raise additional awareness of the promotion. RGC implemented Google Analytics and a tracking conversion pixel into the landing pages to provide Breville with a host of consumer and online advertising data.

RGC Advertising utilised Facebook display advertising to promote the campaign throughout Australia over a two-month period. This delivered a great conversion of clicks at a very favourable cost per click, to the campaign landing page, but more importantly extended the overall reach and engagement by the way of likes, shares and post likes.

The campaign delivered tremendous results for Breville and was also the highest driver of referral traffic to the Breville website for that campaign period.

Facebook Statistics:

  • Link Clicks – 13,185
  • People Reached – 479,188
  • Cost Per Click - $0.78
  • Post Likes – 1,300
  • Shares – 232
  • Comments – 253

E-book Downloads/ New Subscribers:

  • 7,440 downloads and new subscribers.

Entries:

  • 9,187 entries to the competition.

 

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